Audi drops 'insensitive' and 'suggestive' ad post backlash; makes public apology

The German carmaker has pulled its ad, which featured a little girl eating a banana in front of the Audi RS 4, after criticism.

Audi, the German carmaker, is in hot water after an ad for its RS 4 model didn't sit well with viewers.

Lets your heart beat faster – in every aspect. #AudiRS4 pic.twitter.com/14XaKhlRVL

— AudiOfficial (@AudiOfficial) August 2, 2020

The image, posted on the company's Twitter account, shows a young girl eating a banana as she leans on the grille of the RS 4, which, Audi says, is a family car. The caption on the image read, "Lets your heart beat faster – in every aspect."

Viewers complained about the insensitive and suggestive imagery – young girl, banana, high-performance sports car and its red colour.

The carmaker said, "We hear you and let’s get this straight: We care for children. The Audi RS 4 is a family car with more than 30 driver assistance systems, including an emergency brake system. That’s why we showcased it with various family members for the campaign."

"We hoped we could convey these messages, showing that even for the weakest traffic participants, it is possible to relaxingly lean on the RS technology. That was a mistake! Audi never intended to hurt anyone’s feelings."

"We sincerely apologise for this insensitive image and ensure that it will not be used in future. We will also immediately examine internally, how this campaign has been created, and if control mechanisms failed in this case," Audi added.

Here are some of the responses Audi’s explanations:

Why a banana. So much time and money would have been spent on every aspect of this ad, age ethnicity clothes etc of girl. There was probably a whole team set to choose the fruit. I don't know how disconnected you have to be not to realise that sucking on a banana is contentious

— Simon Ashdown (@topgear987) August 4, 2020

As a learning point, I would like to know how this came about. When I saw the photo of the child, my heart lurched. I have drummed into my children NEVER to stand in front of or behind a car as you may not be seen. Were any parents/mothers involved in this design?

— Jennifer Bridge FRSA (@JennBridge) August 3, 2020

But, some thought people were creating a hue and cry for nothing

everything is considered insensitive these days. if you had chosen a little boy in a leather jacket it would have generated the same outcry just because. I think it is endearing. a motivation for little girls to go after their dreams so they can get their own AUDI one day

— carolinacarlotta (@caro_columna) August 3, 2020

It's disappointing that so many people get flustered over a wholesome image. Why can't a young child eating fruit just be seen for what it is. I get that advertising has to be cautious and pc but I don't see anything wrong with picture. I just wish I could afford one. Love my A3.

— StephenTomlinson (@Steve_Tomlins0n) August 4, 2020

Also Read: Volkswagen pulls racist ad off air, issues an apology

In May 2020, Volkswagen, owner of Audi, came under scanner after its ad showed a dark-skinned man being pushed around by someone who had `fair` hands.